Safeway Supermarkets UK

To understand how the next generation of supermarkets will look, ask customers for their thoughts on the subject. How do they want to shop? Or to put it another way: How important is a fresh food, health and well-being and the convenience of a cutting edge technology of an in-store app and a cashless payment system?

 

Are they primarily interested in quickly buying what are often the same products they use every day? Or do they view shopping from an emotional point of view, as a journey through fresh, freshly prepared in-store and curated product stories offering surprise and inspiration time and time again? Safeway asked its customers what they want from their grocery retailer. Customers like well-structured stores where they can quickly find what they came to buy. The brand and store-environment should be visually appealing, well-merchandised to stimulate customers to impulse purchase and above all, they want a store design with contemporary attributes, convenience with a focus on fresh produce and freshly prepared in-store foods.

 

Before commencing work with the Safeway management team, we reviewed the layout of three existing store formats for convenience, supermarkets and superstores.

 

We considered the market research for next generation of supermarkets. We planned new environmental areas in each store format. Which were flexible enough to allow different zones to feature in stores of different sizes. These distinctive zones grouped specific product categories based on customer preferences for range, display, and promotion. The outcome of our work enabling Safeway to compete more effectively against other major multiple food, non-food retailers and the high street specialists.